How brand marketers can adapt to this challenge.
If you are a frequent LinkedIn user, the shift was remarkable and quite sudden. What was once a channel devoid of politics has now exploded with partisan content. Just scroll through your feed.
It seemed (at least to me) there was an unwritten rule not to post about politics on LinkedIn. Instead, the content was focused on professional networking and industry insights. Politics belonged over on those other channels - notably Facebook and X. However, those boundaries have now crumbled, and LinkedIn is no longer immune to the wave of social politicization.
Social politicization has rapidly manifested beyond LinkedIn. Consider:
Meta’s Content Policy Uproar: Meta’s recent changes to content moderation policies triggered widespread user pushback across multiple platforms.
High-Profile Tech Leaders Under Scrutiny: Figures like Mark Zuckerberg, Jeff Bezos, and Elon Musk have faced criticism for their increasing visibility within political contexts.
TikTok’s Unexpected Political Moves: TikTok’s made headlines with its unprecedented public thank you to President Trump after service was restored in the U.S.
Emergence of Alternative Platforms: Platforms like BlueSky and RedNote have risen as havens for users disenchanted with X or TikTok, fragmenting the digital landscape even further.
What are the implications for brand marketers who rely on these social media channels to connect with their audiences? Here are five strategies for navigating this landscape:
1. Rethink Channel Strategies:
Obviously, the splintering of mainline social media channels and the rise of new upstarts will require brands to rethink their channel strategy to align with unforeseen audience migration. Marketers must adapt their approach to meet shifting audience behavior. Start by using social listening tools to understand audience values and concerns, particularly around political or social issues.
2. Reach Beyond Social Media:
Harder still, brands now must consider how to reach entire audiences who have disconnected from social media altogether to avoid “doomscrolling”. Brands need to consider other digital and offline channels, especially “escape” channels such as gaming and streaming options.
3. Reevaluate Influencer and UGC Campaigns:
Influencer marketing and user-generated content now require a deeper level of vetting. Brands must thoroughly assess the political leanings and reputations of influencers before committing to partnerships or amplifying user-generated content.
4. Watch for the Return of Political Targeting:
Watch for a return of political and community targeting options which Meta disabled after criticism of misuse on the platform. With a hands-off approach to content moderation, will new targeting filters re-emerge? Marketers should stay vigilant and consider the ethical implications of using such filters.
5. Have a Crisis Management Plan:
Backlash is inevitable in today’s environment. Every brand needs a robust crisis management strategy to address criticism respectfully and swiftly. This is especially critical as platforms like LinkedIn face fewer social guardrails, creating more opportunities for controversies to spiral.
The politicization of social media doesn’t mean marketers should shy away from these channels. Instead, it requires a more thoughtful approach. By understanding audience needs, being authentic, and staying prepared for challenges, marketers can continue to foster trust and build meaningful connections, even in a politically charged environment.
What do you think? Feel free to leave a comment below.
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